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All Journal Sains: Jurnal Manajemen dan Bisnis
Purbohastuti, Arum Wahyuni
Universitas Sultan Ageng Tirtayasa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Augmented Reality in Online Purchasing Decisions of Beauty Products on the E-commerce Platform Shopee Lusianingrum, Farah Putri Wenang; Purbohastuti, Arum Wahyuni; Widikusyanto, Muhammad Johan
Sains: Jurnal Manajemen dan Bisnis Vol 17, No 2 (2025)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jmb.v17i2.32377

Abstract

The proliferation of augmented reality (AR) in the commercial sector remains constrained in terms of its psychological effects on online purchase behavior. The main aim of the research is to examine the influence of augmented reality on purchasing behavior for cosmetic goods on the Shopee platform based S-O-R theory. The online research study gathered comprehensive data from 200 participants. Purposive sampling selected the respondents. In this study, the analytical instrument used for data processing is Smart PLS. The S-O-R theoretical framework validated and corroborated all hypotheses. The interactivity and vividness of augmented reality significantly improve the user experience for cosmetic goods buyers on Shopee. Moreover, augmented reality interaction and vividness promote an increase in online purchase intent among customers of cosmetic products on Shopee. Furthermore, user experience and online buying intentions effectively drive consumers to make online purchasing decisions for cosmetic products on Shopee.
Co-Authors Lusianingrum, Farah Putri Wenang Widikusyanto, Muhammad Johan